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“The Role of Mobile Marketing Communications in Media Strategy” “The role of mobile marketing communications in media strategy” AUTHORS Jonna Holland ARTICLE INFO Jonna Holland (2010). The role of mobile marketing communications in media strategy. Innovative Marketing , 6(2) RELEASED ON Wednesday, 09 June 2010 JOURNAL "Innovative Marketing " FOUNDER LLC “Consulting Publishing Company “Business Perspectives” NUMBER OF REFERENCES NUMBER OF FIGURES NUMBER OF TABLES 0 0 0 © The author(s) 2021. This publication is an open access article. businessperspectives.org Innovative Marketing, Volume 6, Issue 2, 2010 Jonna Holland (USA) The role of mobile marketing communications in media strategy Abstract This analysis reviews the factors that make mobile marketing communications a unique media choice with tremendous potential for marketers. Given that media planning must be driven by sound business strategy rather than the novel potential of the technology, this is an important topic of inquiry. When and with what kinds of marketing messages should mobile marketing communications be used to reach consumers? To begin answering these questions first the definitional issues relating to the terms mobile marketing communications are addressed. The relevant literature on the unique characteristics of mobile marketing communications and media planning is then reviewed. Five characteristics of mobile marketing communications are identified as key considerations for decision-making: Ubiquity, Immediacy, Location sensitivity, Personalization, and Consumer controlled interactivity. Finally, recommendations for marketing managers, as well as directions for future research will be presented. Keywords: mobile advertising, mobile marketing, advertising strategy, promotions mix, integrated marketing commu- nication, media planning. Introduction© innovative examples from companies such as MTV (consumers are able to download music to their What could be more attractive to marketers than a mobile from European Music Awards winners), the medium with the power to reach over eighty-two BBC (football fans can send their opinions on percent of all Americans wherever they are and most football via video messages from their phones), any hour of the day (Synovate, 2009)? Furthermore, Harper Collins Publishers (consumers can download what medium could claim that more than three book chapters to their phones), and the Backstreet quarters of messages sent are read by seventy-four Boys (fans can send and receive SMS messages percent of audience members, and of those, seventy- from the band during their concert tour). seven percent read the messages as soon as they are received (Barwise and Strong, 2002)? Not only were Although these examples represent exciting and they read, but sixty-nine percent of audience creative opportunities for marketers, are they being members recalled more than half of the brands that driven by the novel potential of the technology or had been advertised (Barwise and Strong, 2002). sound business strategy? Research is needed to These numbers represent the startling potential of assist managers in determining how mobile media mobile marketing communications. can help reach marketing communications goals and objectives. When and with what kinds of marketing Although many marketers are taking note of the messages should mobile marketing communications potential of this new advertising medium, ad be used? What are the unique characteristics of this spending currently lags the growth in mobile use. medium that marketers should consider to develop Recent analysis from ABI Research (2010) reports communications strategies? The current analysis is that globally, over one billion new mobile handsets an effort to answer these questions. In so doing, first were shipped in 2009, with another 1.2 billion the definitional issues that have posed barriers to projected to ship in 2010. With US Mobile ad dialog on this topic will be addressed. Next, the spending in 2009 estimated at $416 million and relevant literature on the unique characteristics of projected to grow to $1.56 billion by 2013 mobile marketing communications will be reviewed. (eMarketer.com, 2009), it is clear that strategies This will be followed by a review and discussion of must be developed to optimize investment in this media planning issues. Finally, recommendations for new channel. marketing managers, as well as directions for future As is often the case with rapidly evolving new research will be presented. technologies, practice advances before theory is 1. Definitions developed. Those companies predisposed to innovation and risk taking will be willing to launch One issue that plagues all new areas of research is marketing communications campaigns using mobile that of terminology. Mobile marketing channels with the hope of gaining first mover communications is no exception. Tähtinen (2006) advantages into a novel and as yet uncluttered provides an excellent review of the use of the terms medium. The business press (see, for example, attempting to designate this activity. Her review www.adverblog.com) abounds with reports of indicates that although most practitioners (primarily represented by communications from the Mobile Marketing Association) use the term ‘mobile © Jonna Holland, 2010. marketing’, they are primarily referring to only the 18 Innovative Marketing, Volume 6, Issue 2, 2010 communications aspects of marketing. Some the unique qualities of this medium. Non-traditional academics have also advocated the use of the term media and contexts can be used to enhance mobile marketing (for example, see the review in communication effectiveness (Dahlen and Edenius, Leppäniemi, Sinisalo and Karjaluoto, 2006). 2007). If mobile is evaluated on the same basis as However, using the term mobile marketing to other communication channels, the most powerful describe actions that are primarily communications aspects of this medium may be missed. creates the potential for confusion. For all the reasons outlined above, this paper will Tähtinen’s (2006) review demonstrated that most follow the lead of Tähtinen (2006) in using the term academic researchers use the term ‘mobile mobile marketing communication to refer to the advertising’ for the concept of marketing concept of interest. However, a literature search on communications over mobile devices. The definition this term finds that there are still a wide variety of that is commonly accepted in research is that activities to which this may be applied. For the advertising is “a paid, mediated form of reader who is not familiar with the differences, the communication from an identifiable source, distinctions will briefly be reviewed here. The scope designed to persuade the receiver to take some of this analysis does not include, for example, action, now or in the future” (Richards and Curran, marketing communications promoting mobile 2002). The authors provide a footnote to accompany services or mobile technologies (handsets, or billing this definition stating that “mediated communication software, for example). Rather, this analysis will is that which is conveyed to an audience through focus on the most basic level of mobile marketing print, electronics or any method other than direct communications: SMS (Short Message Service) person-person communication” (p. 74). Clearly, the which is more commonly referred to as text intent is to replace the prior ‘mass media’ criterion messaging. Most all mobile phones sold today have with something that allows for new media channels the capability to receive text messages, and in fact such as email and mobile phones. the number of texts sent via mobile phones surpassed the number of voice calls annually in However, as pointed out by Tähtinen’s (2006) 2008. In the US, the average mobile user sends or review, even this modified definition of advertising receives 357 text messages per month, compared does not seem to incorporate the essential elements to 204 phone calls. The number of text messages of mobile marketing communications; namely its is up 450% compared to 2006 figures ( Nielsen personal nature, time and location sensitivity and Mobile Research, 2008a). The same study showed interactivity. Instead, she proposes the terms m- that the average teen in the US sends or receives adcom or mobile marketing communication. These 1,742 text messages compared to 231 mobile terms have the advantage of being broad enough to phone calls per month. include other promotional and marketing strategies beyond the traditional limits of advertising, which is Marketers who choose to send text messages to important given the full range of communications customers must first recruit customers’ permission abilities offered by the emerging technology. and mobile phone numbers through some sort of a campaign, contest, or other sign-up incentive. The Another important reason for naming and defining messages that are then sent are limited to 160 this new activity is that consumers are likely to characters, (no images), but may be replied to, receive communication through new media such as saved, or forwarded, which leads to their potential to through mobile phones quite differently from the “go viral” through consumer to consumer way they receive traditional advertising messages communications. (Dahlen and Edenius, 2007). A 2009 study of 8,000 mobile phone owners living in urban areas of A similar, but slightly more advanced technology is Canada, Denmark, France, Malaysia, the MMS (Multimedia Messaging Service) which Netherlands, the Philippines, Russia, Singapore, allows for the sending
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